Last updated on Jul 18, 2024

How do you deal with the competition and differentiation in the multi-channel marketing landscape?

Multi-channel marketing is the practice of reaching and engaging your customers across different platforms, such as email, social media, website, mobile app, and more. It can help you create a consistent and personalized customer experience, increase your brand awareness, and boost your conversions. However, it also comes with some challenges, such as how to stand out from the competition and how to differentiate your value proposition. In this article, we will explore some strategies and tips on how to deal with these issues and succeed in the multi-channel marketing landscape.

1 Know your audience

The first step to deal with the competition and differentiation is to know your audience well. You need to understand who they are, what they want, how they behave, and where they hang out. This will help you create relevant and engaging content, tailor your messaging and offers, and choose the right channels and formats. You can use tools like surveys, analytics, customer feedback, and personas to gather and analyze data about your audience. You can also segment your audience based on their characteristics, preferences, and behaviors, and create personalized campaigns for each segment.

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Terri Maxwell

Investor, Business Growth Expert, Inspirational Speaker, Author
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The more you know about your target buyer, the easier it is to speak to their needs. Too often businesses focus on the features of their product/service rather than speaking to the challenges or aspirations of the buyer. The more we speak to, and use the language of our target buyer, the marketing campaigns will be more effective.

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Júlia Vidigal Munhoz

Senior Marketing Lead @ Vinta Software | MSc & MBA in B2B Marketing & Corporate Communication | Speaker | Columnist | Mentor | Tech Partnerships | Enhancing Digital Products | B2B
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To stand out in multichannel marketing, know your audience, integrate and adapt channels, automate interactions, and provide valuable content. Invest in quality customer service, monitor results, innovate, and maintain a consistent brand identity to build strong connections and foster customer loyalty.

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2 Define your goals and metrics

The second step is to define your goals and metrics for each channel and campaign. You need to have a clear idea of what you want to achieve, how you will measure it, and how you will optimize it. This will help you align your multi-channel marketing strategy with your business objectives, track your performance, and identify your strengths and weaknesses. You can use tools like SMART goals, KPIs, dashboards, and reports to set and monitor your goals and metrics. You can also use tools like A/B testing, attribution modeling, and customer journey mapping to optimize your campaigns and improve your ROI.

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Terri Maxwell

Investor, Business Growth Expert, Inspirational Speaker, Author
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There are 3 MUST have metrics: 1) Awareness: How much traffic is coming to a website; from what sources? - Direct: This measure means potential buyers know you. The higher this number, the more repeat/referral business you’ll get. - Organic: This measure means potential buyers are finding you online via a “digital footprint.” The higher this number, the more efficient your marketing spend will be. - Paid/Social/Referral: This number represents other forms of marketing. 2) Interest: How “interested” are buyers in what you’re selling. There are two forms of measures for this metric: - Add to Cart (B2C) or - Lead Conversion (B2B) This metric tells you how well your website converts. 3) Desire/Act: This is sales conversion.

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3 Craft your value proposition

The third step is to craft your value proposition for each channel and campaign. Your value proposition is the statement that summarizes why your customers should choose you over your competitors. It should highlight your unique benefits, solve your customers' problems, and appeal to their emotions. You need to craft a clear, concise, and compelling value proposition for each channel and campaign, and communicate it consistently across all touchpoints. You can use tools like value proposition canvas, headline formulas, and storytelling techniques to create and refine your value proposition.

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Liz Paz

MBA, CPMM | Adaptable & Agile Leadership: Unleashing transformative marketing solutions that solve problems, ignite revenue growth, and empower patients to lead fulfilling lives.
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When drafting the value proposition- take caution that is consistent through all channels. That is where omnichannel comes in and you will be amazed how many inconsistencies I have seen along the way. My takeaway is to have an Omnichannel strategy to ensure consistency across all channels.

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4 Be creative and innovative

The fourth step is to be creative and innovative in your multi-channel marketing strategy. You need to find ways to stand out from the crowd, attract attention, and surprise and delight your customers. You can use tools like brainstorming, ideation, and experimentation to generate and test new ideas, formats, and tactics. You can also use tools like trends analysis, competitive analysis, and customer feedback to identify gaps, opportunities, and best practices in the market. You can also use tools like gamification, user-generated content, and influencer marketing to increase engagement, loyalty, and advocacy.

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5 Integrate and automate

The fifth step is to integrate and automate your multi-channel marketing strategy. You need to ensure that your channels and campaigns are well-coordinated, synchronized, and streamlined. You can use tools like CRM, CMS, and marketing automation platforms to integrate and automate your data, content, and workflows. You can also use tools like APIs, webhooks, and integrations to connect your different platforms and tools. This will help you create a seamless and consistent customer experience, save time and resources, and reduce errors and inefficiencies.

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Júlia Vidigal Munhoz

Senior Marketing Lead @ Vinta Software | MSc & MBA in B2B Marketing & Corporate Communication | Speaker | Columnist | Mentor | Tech Partnerships | Enhancing Digital Products | B2B
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In a multichannel marketing landscape, handling competition and standing out involves clearly communicating your brand's unique value across different platforms. Know your audience well and tailor your content to match their preferences on each channel. Keep your messaging consistent and engaging to build trust. Tools like Yup Chat can help maintain seamless communication across all channels. Regularly analyze your performance to refine your strategies and stay ahead of the competition, ensuring your brand remains cohesive and compelling everywhere your audience is.

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6 Learn and adapt

The sixth step is to learn and adapt your multi-channel marketing strategy. You need to constantly monitor, analyze, and evaluate your results, feedback, and insights. You can use tools like analytics, reports, dashboards, and surveys to collect and interpret data. You can also use tools like SWOT analysis, PEST analysis, and scenario planning to assess your internal and external factors. This will help you identify what works and what doesn't, what needs to be improved or changed, and what new opportunities or threats emerge. You can then use tools like action plans, roadmaps, and feedback loops to implement and adjust your strategy accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you deal with the competition and differentiation in the multi-channel marketing landscape?

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1 Know your audience

2 Define your goals and metrics

3 Craft your value proposition

4 Be creative and innovative

5 Integrate and automate

6 Learn and adapt

7 Here’s what else to consider

Multi-channel Marketing

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